Copy

Billing model

Friction

Mobile layout

A human face

Price presentation

Hidden fees

Open your pricing page and run through those four checks. Fix the worst one. That's it — one change this week. Start with whichever one takes the least effort. Changing "sign up" to "trial" takes two minutes.

Search "[your biggest competitor] alternatives" on Google right now. If you're not on that page, you're invisible to the most motivated buyers in your market. Pick one competitor and build a single page this week. One page. See where it ranks in the next few weeks.

List your three best customer segments — not the biggest markets, the ones where you win most often. For each one, search [your product category] for [segment] in Google. If nobody owns that result, that's your first use-case page. Build the template once, clone it for the other two segments. Three pages, not 12,000.

Open a spreadsheet and write down the single most painful number your customers track — churn rate, hours wasted, revenue at risk. Then search "[your category] calculator" and see what already exists. If nothing good comes up, that's your opening.

Personio (HR software):

Green Flag Digital (cybersecurity SaaS client, 2025):

Pick your highest-traffic glossary page. Add a sticky sidebar CTA. Write one paragraph that connects the term to your product (not a sales pitch — just context). Link to your most relevant comparison or feature page. Add an inline CTA after the second section. That's a Tier 2 page becoming Tier 3. One morning, one page. Check the exit rate again in a few months.

GetUplift worked with Teamwork.com on their comparison pages. Conversions up 45%. Signups up 172%. Here's what changed — and how to apply it to yours.

1. Lead with a specific angle

2. Acknowledge what the competitor does well

3. Use switching testimonials, not happy-customer quotes

4. Treat the feature table as support, not the star

Run your comparison page through these:

Open your best comparison page and run it through the four questions above. If it fails two or more: pick one competitor page, rewrite the hero with positioning specific to that competitor, find one switching testimonial (email a customer who switched if you don't have one), and move the page into your main nav. That's a morning's work.

Founders go one of two directions: build nothing, or build 20 thin pages where they just swap out the competitor name. Generic pages don't rank. And if they do, they don't convert.

The question isn't "who's in my category?" It's "which comparisons can I win, and is anyone searching for them?"

1. Is anyone searching for this?

2. Does this name come up in real conversations?

3. Can you tell an honest story?

4. Are users unhappy with this competitor right now?

"We're too small / we don't have competitors"

"Nobody searches our name"

Go to Google and type your brand name + "vs" — right now, before you do anything else. Write down every suggestion that autocompletes. Then ask one person on your sales or support team which competitor names come up most in conversations. Those two lists are the start of your shortlist. Build the first page for whichever name appears on both.

When someone types "[your product] vs [competitor]" into Google, three things show up — none of them you:

That's the only story your buyer gets.

Grow and Convert tracked 95 articles across SaaS clients — 123,000 page views, 4,687 real signups:

Geekbot found their bottom-of-funnel content converted 2,400% better than top-of-funnel posts.

Backstage SEO had a client build 50 comparison pages: 1,000–2,000 visits/month, 5–10% conversion rate. On a $500/month product with 25 pages, that's $243k return on $89k invested over three years.

Open Google. Type your product name, then "vs", and look at the autofill. Click the first three results. If your competitor has a page and you don't, you've found the gap. Build one comparison page for a single competitor — honest positioning, one clear CTA, written simply. That's the highest-ROI page you can ship this month.